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This outline was developed for nonprofit organizations wishing to embark on earned income ventures with a business model. The outline can also be used for small businesses, though the sections on mission, organizational background, and evaluation are less applicable.

BUSINESS PLAN OUTLINE

Executive Summary

The Executive Summary provides the most important information for readers that need to understand and support the concept but not necessarily know the detailed plans.

Organizational description

Business concept

Market description

Value proposition, or Competitive advantage

Key success factors

Financial situation/needs

Mission

A social venture sponsored by a nonprofit organization may have the same, or a complementary, mission and vision.

Mission and/or Vision statement

Milestones

Background and structure

This section clarifies the organization’s history and programs and how the venture will fit in to the larger picture.

Organization description of the sponsoring nonprofit, including short history, mission and services

How the business venture will be structured in the organization

Legal structure and governance (Boards, advisory committees, reporting)

Market analysis

The market analysis is the heart of the business plan. Solid research is necessary to understand the needs and demands of the target market. No amount of mission or commitment will overcome a deficiency in market knowledge.

Summary of current market situation

Target market and customers

Customer characteristics, needs and buying factors

Competitive analysis

This section describes the competitors, both nonprofit and for-profit, and the advantage of the proposed business.

Nature of competition

Changes in the industry

Primary competitors

Competitive products/services

Primary risks and opportunities in competitive market

Specific description of advantage/value of proposed product or service

Products/services

This section is a summary of the product or service. It does not need to include detailed descriptions, price lists or other materials.

Product/service description

Positioning of products/services

Future products/services

Marketing and sales

This section will describe how the organization will reach the target market and turn those prospects into contracts and revenue.

Marketing strategy

Sales tactics

Advertising, public relation, and promotions

Summary of sales forecasts

Operations

This is the “how to” section, describing the creation and delivery of the business’ product or service.

Key personnel

Organizational structure

Human resources plan – if this includes programmatic elements related to the mission, expand this section

Production plan or service delivery, including summary of costs of materials and production

Customer service/support strategy and plan

Facilities required, including specialized equipment or improvements. If the business is retail, discuss location characteristics

Creating the financials of the business plan

The financial section must address both the start up costs for capital equipment, inventory, marketing and staffing and several years’ projections including how any losses will be funded.

Assumptions and comments

Capital requirements and sources

Start up costs and investments in plant and equipment

Subsidy amount, if required, and source

Starting balance sheet

Profit-and-loss projection (detailed by month for at least 12 months)

Cash flow projection (detailed by month for at least 12 months)

Balance sheet projection

Evaluation and Assessment

Most for-profit businesses measure their success by the financial results. Social ventures have a “double bottom line”. This section describes the factors that will be evaluated to assess the success of the enterprise.

Quantifiable goals for the business, both financial and non-financial

Monitoring and evaluation strategy

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